The document discusses bringing structure to an unstructured environment through tweaks. It describes launching a rapid prototype, getting user feedback which highlighted the need to listen to users. Analytics then showed what worked was the process of rapid prototyping, reviewing, and refining. Further iterations led to increased new downloads, usage across devices, and time per user, showing the value of prototyping, reviewing, and refining from launch.

1. Tweaks: Bringing Structure to
an Unstructured Environment
Cristina Cordova
#MH2012 @cjc
cristina@pulse.me

2. tweaks
bring structure to
an unstructured
environment

3. launch

4. Launch!?

7. rapid prototype
24 hours later...

10. iterate

13. User Feedback

15. lesson #1
Listen to your users

18. review

19. Analytics

22. lesson #2
“If it ain't broke, don't fix it”

23. back to the
drawing board

24. what is it?
value add?

25. what is a
“meme”?
“meme” is an
idea/concept that
spreads quickly
via imitation

26. what is a
“meme”?
“meme” is an
idea/concept that
spreads quickly
via imitation

27. what worked?
rapid prototyping, reviewing and refining. So, let’s start with that process, straight from launch.

28. Analytics

29. users loved it

30. users loved it
few users

31. clear value
proposition
simple signup

32. results
• Increased new downloads
• Increased usage across devices
• Increased session time per user

33. prototype
review
refine

34. thank you
Cristina Cordova
#MH2012 @cjc
cristina@pulse.me